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By John A. Quelch, Rohit Deshpande

The dual forces of ideological switch and the expertise revolution make globalization the one most crucial factor dealing with executives this day. yet many businesses who've constructed a presence within the international industry now face the demanding situations inherent in making a multinational presence with the calls for of the "unglobal patron" who doesn't have a "one measurement suits all" want. right here, HBS Professors John Quelch and Deshpande assemble thirteen Harvard enterprise college professors to debate those and different difficulties and advantages encountered by way of executives in worldwide markets. themes to be mentioned comprise: working charges of worldwide marketing prone, international product criteria; handling international offer chains; international account administration; international manufacturers; international wisdom sharing and function drivers; coping with worldwide shoppers; and social advertising and marketing for international financial improvement.

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Politics is fundamentally unlike technology in this respect. The steam engine, or atomic weaponry, once invented, can never be made to disappear. The genie is out of the bottle. The rules that govern trade can, by contrast, be changed by the stroke of a pen. An advantage of conceiving of globalization as a process is that it brings such thoughts to the forefront. But what does all this mean for the business manager, Levitt’s target audience? Addressing this question is a task our colleague at Harvard Business School Pankaj Ghemawat has performed admirably in the Harvard Business Review.

The reason is that to some people, it looks as though it is a foreign intrusion on domestic industry and violates cultures and habits and traditional ways of doing business. This becomes converted into the notion of what you [SG] called commercial imperialism. c02 4/5/04 4:48 PM Page 35 “THE GLOBALIZATION OF MARKETS” Greyser: Levitt: Greyser: Levitt: Greyser: Levitt: Greyser: Levitt: 35 The octave level of reaction shows very clearly that there is a lot at stake. -based global company should go about its business?

In his view, how have changes over the past twenty years affected the core idea of globalization? c02 32 4/5/04 4:48 PM Page 32 THE GLOBAL MARKET parts of the world? And is he surprised that the article still gets a lot of attention more than twenty years later? D. in economics from Ohio State, and several years of teaching. ” He asserted in that article that well-managed companies had moved from emphasis on customizing products to offering globally standardized products. The accompanying economies of scale in production, distribution, markets, and management allowed for lower prices everywhere—and a major competitive advantage.

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